Sponsorship High Profile Events - Alternatives

November 20, 2002 Presentation An alternative to sponsorship: a framework for corporate participation in high profile events

G8 – Kananaskis pristine environment

Overview Presentation
Background to the approach
Achieving a balance
3 options for corporate participation
Integration into procurement system
Direct, sole-source partners
Contributors
Challenges
Best practices, tools, resources
Values and Ethics
Results

History – Summit Americas, APEC 97 - major element $10 million sponsorship = high commercialization - perception of corporate leaders “buying access”
Outsourced function to agency (Americas)
Different kind of Summit – smaller, retreat-style meeting, remote + a “Green Summit”
Media and political climate – high scrutiny

Short planning cycle in a risk averse environment
Extensive approvals (PMO, PCO, Sherpa…)
Driven by need not the “nice to have s”
No cash donations
Key Challenge - balancing corporate and government interests

Achieving a balance Management context
Policy framework (New Communications Policy & Guidelines; Public service values & ethics; Principles of Modern Comptrollership; Results for Canadians – management framework; G8 Partnership Program policy )
Partnership Advisory Committee – respected policies, expert advice, created best practices, drove program development
Made up of : legal, management, partnership experts, communications, procurement professionals
invited specialists - values and ethics, Common Look and Feel, Treasury Board
Build something from within the government context , processes
Build from the PWGSC procurement system
Build a framework that can be integrated into the RFP, RFSO processes

3 options corporate participation
Exclusive access :
Procurement via PWGSC “Official Suppliers”
Partners – Green Partners, Other sole source
Contributors to the Summit
Key characteristics, descriptors, process for each category and level (dollar range)

1 - « Official Suppliers » PWGSC procurement system
Evolved throughout
Re-engineering PWGSC process, integration of new mechanism, create new relationships… “a work in progress” with results
Characteristics: $25,000 + credit or discount, competitive, established framework, proportionate and fair
Process:
“ Bible” - Procurement list, regular meetings with PWGSC/SMO operational partners (48 hr default option)
Developed: scope wording and a Benefits/Recognition Annex which could be easily integrated into RFP, RFSO bids in collaboration with the Partnership Advisory Committee - standard set , also included a Corporate overview DEC
Participated, as required, in RFP/RFSO process - eg. Bidder’s conference

Process continued:
Amended Benefits & Recognition formula to allow for choice
level of participation – dollar value – 3 different levels
Opt in, opt out
Developed training and information packages for PWGSC staff
Explored inter-departmental partnership opportunities
Negotiated directly with suppliers - post award, re: administration and roll out - Budget Rent a Car, AMEX, Government Travel Service
Developed Corporate profiles of companies – prevention – Level 1-3 screening (See Appendix A )

Developed a number of communications tools to promote internally & externally
advisories - internal - air, travel and other discounts (special accounts, TAN #s issued)
scripts - Web site and 1-800- no., Corporate presentations
Thank you advertisements, signage, Web site, booklets
Compiled a corporation recognition package post Summit (included a “non-disclosure agreement”, images, thank you letter, PMO certificate...) = due diligence

Tools:
“ Official Suppliers (OS) Logo ”
“ OS Logo User Agreement ”
“ Guidelines for Usage of the OS Logo”
“ G8P extranet - establish to share: information, guidelines and creative
Letter of intent
Communication tools: ads, booklet, Web site, signage and marketing rights

2 « Direct », « sole source » Other partners
Developed a process, criteria for other types of partners
Allowed to respond to specialized agenda - greening of the Summit - sought out top ranked co.’s
Sole source – “only game in town”
Characteristics: customized benefits and recognition, sole source, highly specialized service or product, we sought out – proactive – No set dollar value – driven by need/requirement.

Process – Green Partners
We confirmed requirements with G8K, specs
Energy efficient demo vehicles, pollution
Water coolers – reduction of waste
Vehicles: G8K confirmed the company with the most fuel efficient vehicles in Canada – Toyota
Level 3 screening done to ensure company was 100% environmentally conscious, etc.

Negotiated with Toyota Canada
Offered a full fleet of cars (Japan) but took 3 for the duration of the time leading up to the Summit
Toyota Canada offered $10 million dollars, Insurance, liability
Letter of intent and collaboration agreement signed
Coordinated the logistics and delivery of vehicles
One vehicle visible in Kananaskis during Summit
Benefits post Summit package delivered

Process – Green Partners continued
Water Coolers, bottles : G8K confirmed requirements (consultation RCMP, DND)
Letter of Interest was developed to advertise opportunity to potential water companies
We posted directly on the MERX system – 10 days

Level 3 screening done to ensure company was 100% environmentally conscious, etc.
Accepted first complete offer to meet all requirements
Negotiated details around the numbers, which increased
Sent a letter of Intent confirming negotiations
Signed a collaborative agreement with the company
Coordinated bottling, labeling, shipment & delivery **** v. challenging – many stakeholders

Process – Green Partners – Water Coolers, bottles, continued:
Arranged for return of empty coolers, shipment
Recognition packages, thank you letters, images, certificates sent
Tools
Collaboration Agreement
Letter of Intent
Web site, signage, booklets
EthicScan, Dun & Bradstreet, Alberta Ministry of Environment, Environment Canada

3 – “Contributors to the Summit
Developed a process, criteria for contributors
Characteristics: customized benefits and recognition, based on operational needs, greening, <$25,000 or less
Process :
We sought out companies to provide contributions of services and/or products - FACOPS, Health Canada
We researched industry – across Canada, found company with specialized product or service or operations identified precise company
In some instances sent a letter to several companies requesting their participation

3 – “Contributors to the Summit
Process continued
We negotiated with interested parties
Developed customized recognition based on value of service or product provided
Signed letters of intent and collaboration agreements with each company.
Sent post-Summit recognition package

Contributors to the Summit
Tools: Collaborative agreements, Letters of Intent, Web site and handbooks

Challenges
Integrity - limited contact
MERX system - unfamiliar, confusing, predisposition, vendor
PWGSC vendor performance definition
SMO divisional partners participation
Education of PWGSC staff
Inconsistent application of the RFP process, tools
Timing - pressure & lack of coordinated procurement approach (RCMP, DND, DFAIT)

Challenges continued
Marketing rights and recognition benefits
Moving target
Marketing rights and benefits
Package set developed – consistency, transparency
Mechanisms developed for corporate participation - balancing the corporate agenda with the Government’s
Policing of benefits and recognition
Loss of marketing properties, packages, signage
Post-event due diligence

Best practices, tools and resources
Go beyond the standard processes in place - advance the science - created new interfaces, new options for corporate participation
RFP, RFSO procurement system – TOOLS, tested & process refined
Collaboration with PWGSC, “creative solutions”
Legal, documentation, contractual content
See Appendix B for list of tools
Framework – exclusive participation
Screening processes

Values and Ethics
Fairness
Transparency
Equal access
Freedom of choice - everyone is on equal footing, no favouratism, only 3 venues for participation
Balanced agenda – government and corporate
Integrity of programs and systems
Consistency, bias free
Due diligence, documentation
Said “NO”

Results
Savings $541,200 – credits, discounts
No negative media, publicity = Invaluable $$$
Integrate value considerations in the procurement process – Letter on MERX
“ Canada may reject a proposal where circumstances may warrant as per standard vendor performance related issues (example: insolvency, convictions, fraud, bribery, execution of performance or if the companies’ ethics performance may warrant concern as it relates to SMO policy).”
21 RFPs, 2 RFSOs included materials
Integrity of programs and systems
Multiple best practices, tools and processes developed
Corporate participants received value for contributions
Clear policy framework

Sponsorship High Profile Events - Alternatives

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